One in 10 people do not bother using sunscreen in the blazing sun to ensure that they get a tan, a poll suggests.
Cancer Research UK said that 10% of people do not protect themselves so they can bronze themselves.
A new poll of 4,100 UK adults conducted by the charity and Nivea Sun found that although almost nine in 10 people are aware that too much sun exposure is the main cause of skin cancer, some still are not taking the necessary precautions to avoid sunburn.
Only 65% plan to use sunscreen of at least factor 15 this summer and just a third of those questioned said they always spend some time in the shade when they are abroad and in strong sun.
The charity said the number of people with skin cancer has risen dramatically since the 1970s, and malignant melanoma is now the fifth most common cancer in the UK.
"We know it's been tough getting through the long winter, especially when last summer was such a wash out, but it's still important to avoid getting sunburnt when it finally makes an appearance," said Cancer Research UK's senior health information officer Yinka Ebo.
"We all need some sun to make vitamin D for healthy bones, but overexposure to the sun's rays can cause sunburn, which is a sign that the DNA in your skin cells has been damaged. Not only can this cause premature ageing and wrinkles it increases the risk of skin cancer.
"Whether home or abroad, when the sun is strong, it's important to use a combination of shade, clothing and at least SPF 15 sunscreen to protect yourself and your family."